1. The Growing Importance of Intercultural Communication

As organizations expand into global markets, business communicators need to become aware of their own culture and how it differs from other cultures. Cultural awareness allows professionals to communicate successfully with other cultures and to navigate the intercultural challenges of a globalized business world. The first step in overcoming intercultural obstacles is understanding the trends that drive globalization.

Identify the trend illustrated by the following example.

A U.S. retailer of high-tech products looks to open stores in Russia where there has been a surge in demand for smartphones and tablet computers.

Favorable trade agreements

Robust middle-class growth

Transportation advancements

Identify the trend illustrated by the following example.

A high-end clothing company has branch managers in Rome, Paris, and Chicago. They meet quarterly via teleconference.

Declining domestic markets

Technological advancements

Robust middle-class growth

When companies expand into global markets, they must be aware of the different cultural environments they are entering. A successful business model in one country may not be successful in another. U.S. companies, such as Wal-Mart, Best Buy, and Home Depot, for example, have struggled in certain overseas markets due to their inability to meet the needs and expectations of the local culture.

Read the hypothetical description of an overseas country, and then answer the following question.

People in this country tend to place a high value on protecting the environment. While they enjoy certain products imported from other countries, when it comes to food and drink, they prefer domestic brands. They consider it inappropriate to smile at strangers, and they value the freedom to engage in whatever relationships they want with coworkers outside of work.

A U.S. store opens in this country and exhibits the following characteristics. Which of these characteristics will be problematic for the success of the store? Check all that apply.

A beer and wine selection primarily made up of U.S. brands

A policy forbidding employees from dating each other

A wide selection of environmentally safe cleaning products

A friendliness policy encouraging employees to smile at customers

Plastic bags

2. Culture and Communication

Understanding the concept of culture is essential to business communicators living and working in a globalized society. Culture is a powerful force that shapes the way we think and behave.

Choose those characteristics that describe culture from the following list. Check all that apply.

Culture is inherently illogical.

Culture is solely dedicated to art and music.

Culture never changes.

Culture is inherently logical.

Culture is the basis of self-identity and community.

Culture is learned.

The basic dimensions of a culture include context, individualism, power distance, communication style, and time orientation. Cultural anthropologist Edward T. Hall developed the concept of context and placed cultures on a spectrum from low to high context. A low-context culture does not rely heavily on extensive environmental information while a high-context culture relies heavily on environmental information. As you complete the following exercises, you’ll notice that context is often closely related to the other dimensions of culture.

The following descriptions identify a dimension of culture. Which dimension is described in each case?

Scandinavian cultures do not rely heavily on social or nonverbal cues to convey meaning.

Individualism

Power distance

Context

Time orientation

In Japanese culture, employees show deference to their managers.

Time orientation

Communication style

Context

Power distance

In general, the Japanese do not like to be rushed into decisions.

Time orientation

Communication style

Individualism

Context